The deal between comScore and Google will allow Google advertisers to use comScore’s Validated Campaign Essentials (vCE) through Google’s DoubleClick advertising service. Ad buyers will be able to monitor ad traffic in real time through vCE. That will give ad buyers new flexibility to tweak ads in response to changing feedback, USA TODAY notes.

Google is looking to build its brand advertising business. Adding more data measurement tools is one way to attract large advertisers. Online brand advertising sales are expected to hit $31 billion by 2017, up from $18 billion last year. Google and comScore had been discussing the deal for about a year.

Google shares climbed just under 1% during Tuesday mid-day trading. Google stock has gained almost 50% over the past year. GOOG stock has traded north of $1,100 a share since December.